March 9, 2021

ADTO (average daily turnover) is the latest buzzword in Sharekhan as well as the broking industry with cut-throat competition and disruptive forces attempting to change the conventional functioning of the industry. The market share commanded and augmented by each player is gaining prominence and stock brokers are offering differentiated products to attract a share of the customer’s wallet. In order to stay abreast of the competition, Sharekhan’s Advisory desk has rolled out several offerings to boost the ADTO of the branches and stem their declining market share in the cash and futures & options (F&O) segments. We have witnessed some traction in a few of our offerings but the fullest utilisation of these products is still a far cry from the ideal.

In February 2021, only 24 out of the 170 branches in our network were able to achieve the cash and F&O ADTO targets. One outlier that stood tall was the Gurgaon branch, headed by Mohd Rafi, Branch Manager, and part of the cluster led by Hemendra Agarwal, Business Head. The branch delivered an extraordinary performance and achieved cash ADTO of Rs.15.9 crore against a target of Rs.13.5 crore (a 117% achievement). It also achieved F&O ADTO turnover of Rs.2,617.8 crore vs a target of Rs.610.2 crore, that is a whopping 429% target achievement! Come, let’s hear from Rafi himself how he made this feat possible.

Internal Communications Team (ICT): Congratulations! Your branch overachieved its ADTO (cash and F&O) targets in February 2021. How does it feel?

Mohd Rafi (MR): It feels amazing and wonderful when you do something consistently with dedicated focus and get results. At our Gurgaon branch, we believe time management is the key to success. Targets assist in shaping up our outperformance. ADTO has been a key agenda of our management and cluster. We were able to pull off a great deal with a trader client with the support of our Cluster Head and Director Shankar Vailaya. Constant nurturing of the client got us good references from the trader community which stood our cluster and branch in good stead. The key team members, Anoop Mehra and Rohit Dutt, were determined to go the extra mile to support the clients day and night.

ICT: The performance of the Gurgaon branch has been consistent over the past few months. How have you managed that?
MR: On workdays, my morning starts with the assessment of the objective with the measurable facts. I ask myself what was missed the last day. What needs to be done throughout the day? How to schedule hourly monitoring of the follow-ups and how to get performance update on the targets?

Regular meetings with clients’ help in nurturing the relationship with them. Engaging with them and keeping them motivated during the tough times (glitches) build confidence and help retain clients. I learn from the negative feedback, take it as guidance and share it with my team members, and guide them which, in turn, helps them to overcome the difficulties with gusto.

It is up to you to improve the business. So, after introducing the first “High Frequency Trader”, the challenge was to not become complacent but build on it further. We focussed on how to acquire more such clients to continue to improve business and that passion has helped me to be consistent in the past years.

ICT: How do you identify clients?
MR: Frequent discussions with the potential clients and keeping them informed about Sharekhan’s offerings have helped us to gauge their interests and thus profile them accordingly. This has even enabled us to close deals in certain cases. Checking on similar prospects referred by a profiled client and quickly converting them into Sharekhan clients through face-to-face meetings have aided us in gaining traction in different Sharekhan offerings.

ADTO targets achieve kar, Sharekhan kar.